trendkite

How can you plan more certainty into your PR practice? Break down silos, hone
processes, and measure bottom-line business value.
Public relations is entering an era of unprecedented challenge — and unprecedented
opportunity. Digital technologies are rocking every boat, from consumer behaviors, to
B2B decision-making, to the nature and reputation of media itself.
Today, every discipline is being buffeted by continual change and performance
pressure. But the convergence of key trends poses a particular set of challenges for
public relations.

This informative whitepaper that will help shape your PR decision making. Stats include:
43% of web traffic is driven by search engines
7 in 10 executives reported being more inclined to do business through organizations that are thought leaders
Influencer campaigns did not exist 5 years ago...now brands swear by them
Download now to learn more!

In the digital age, the internet brings a lot of fantastic things to the PR profession, opening new mediums, offering data-driven insights, and allowing new opportunities. But on the other side, it also brings challenges in the overwhelming speed at which news spreads. With endless examples of poorly handled situations, PR knows in this digital age, there is no hiding a burgeoning crisis. So when discussing PR crises and preparedness, make sure to reframe your thinking for today’s world: are you prepared for a digital crisis in a digital age?

Sometimes a perfect storm comes together to signal a radical shift or rebirth of an industry. But it’s not enough to say public relations is in flux or rapidly changing. It’s more impactful to discuss the evolution of the change, understand the potential gaps, and be early to capitalize on opportunities created by these gaps.
The path for change in the PR industry has been tumultuous. And understandably so. The irrationality of basing performance on vanity metrics is so ingrained in the profession that the left-brain, rational piece has been pushed aside. This has created a culture of estimating based on vanity metrics like AVE (ad value equivalency), leading to a dynamic where the C-suite craves that WSJ or TechCrunch story, yet doesn’t believe PR’s reporting on the value of that coverage. When everyone in the marketing stack is crunching numbers and showing real, tangible value, PR is holding onto air. Why keep setting the profession up for failure by perpetuating the cycle of abstr

Today’s marketers are leveraging technology and data to drive decision making: demand gen, marketing communications, and other disciplines can strongly demonstrate their value with metrics that summarize tangible bottomline impact on the business. That hasn’t been true for PR. In PR, we’re still tied to legacy metrics that are more about counting mentions and ‘clips’ than about measuring business impact.